Laundry Care in Asia Pacific

Strategy Briefing

About This Report

Jun 2019

Asia Pacific is the largest region for laundry care globally but still lags behind significantly in terms of per capita spending. This is due to low disposable income per capita and washing machines penetration rates from the developing countries. Within a diverse landscape, laundry care products show promising growth as consumers from developing countries own their first laundry appliance, while more affluent consumers look for other complementary laundry care products.

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Laundry Care in Asia Pacific

Key Findings

Asia Pacific records highest growth on the back of strong demand from Southeast Asia

Despite being the largest and fastest growing region in 2018, Asia Pacific continues to fall behind in terms of per capita spending on laundry care products due to relatively lower disposable income per capita and penetration rates of laundry appliances. This provides immense opportunities as the region continues to undergo rapid economic development and growth.

Macroeconomic drivers spur positive laundry care growth

Growing urbanisation rates, female participation in workforces, increasing disposable incomes and rising living standards are just some of the main driving factors for demand and growth of laundry care products.

Modern grocery and internet retailers encourage product visibility

Despite traditional grocery retailers being the prominent channel for most developing Asian countries, the rise of modern and internet retailers have led to increased accessibility and convenience for consumers to purchase household products.

Leading players maintain strong positions at the top

Market consolidation increased gradually over the review period 2013-2018, where leading brands engage in aggressive expansion strategies as they constantly launch new product variants and run regular promotional campaigns within modern retail channels.

Product awareness, availability and education remain key for growth

Due to the expansion of modern grocery retailers and internet retailing, manufacturers have new space and platforms for their marketing and distribution activities. These new platforms become key areas for consumers’ education and engagement.


Key findings

Regional Overview

Fastest growth with lowest per capita spending in Asia Pacific
Laundry care sales expected to pick up after subdued year
China leads with substantial growth
Emerging Southeast Asian markets support laundry care growth
Asian consumers willing to spend cents for scents
Most countries shift towards concentrated detergents
Tailored strategy for diverse consumption patterns
Internet retailing gains traction in most Asian countries
Modern and internet retailing provide more opportunities for growth

Leading Companies and Brands

Key players hold their positions steady
Growth depends on presence in right markets
Diverse portfolio for top two companies
Brand stickiness remains high among Asian consumers

Forecast Projections

Emerging economies expected to record strong growth
Increasing appeal and availability drives laundry care growth
Southeast Asia expected to drive growth of laundry care in Asia
Macroeconomic factors and soft drivers complement future growth

Country Snapshots

China: market context
China: competitive and retail landscape
Japan: market context
Japan: competitive and retail landscape
India: market context
India: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Pakistan: market context
Pakistan: competitive and retail landscape
Vietnam: market context
Vietnam: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Kazakhstan: market context
Kazakhstan: competitive and retail landscape
Hong Kong, China: market context
Hong Kong, China: competitive and retail landscape
Azerbaijan: market context
Azerbaijan: competitive and retail landscape
Singapore: market context
Singapore: competitive and retail landscape
Uzbekistan: market context
Uzbekistan: competitive and retail landscape